The 4 Go-To Social Media Video Platforms & How to Engage Their Audiences [New Data]

June 11, 2021

By pbump@hubspot.com (Pamela Bump)

Download Now: State of Marketing in 2021 Report

Last week, HubSpot’s 2021 State of Marketing Report reveals that video is the top content marketing strategy used by brands while social media is ranked as the top marketing channel.

With data like that above — and all the growing social media video platforms out there — it’s become obvious that social media marketing and video content go hand in hand.

While creating great social media videos for your company can be an incredibly effective marketing tactic, each social media content strategy shouldn’t be a one-size-fits-all approach. To ensure that your videos are seen and spread quality brand awareness, you’ll need to ensure you’re making the right videos for the right audiences on the right platforms.

With new video publishing options appearing on social platforms regularly, determining where your content will live is part of the content marketing battle.

To help you figure out where to publish your video content — and which types of videos to post — we surveyed 300+ consumers to find out where they most commonly watch videos on social media.

Below, we’ll reveal the results and a few expert tips for building the best social media video-sharing strategy for 2021 — including one from an expert at Wistia.

Where are Consumers Watching Social Media Videos?

In recent years, Gen-Z-targeting platforms like TikTok and Instagram have been on the rise. But if you think that everyone’s primarily watching video on these platforms, you might be surprised by what our poll found.

When I asked consumers “On which social media platform do you most commonly watch videos?”, 35% of respondents said YouTube.

Data Source

While it’s not surprising that YouTube or Facebook, some of the world’s biggest online platforms, are the preferred video viewing sites, only 8% of respondents said they primarily watch videos on Instagram — one of the pioneers of Stories and live video.

Another surprising find was that 20% of respondents — or 1 in 5 people — primarily use TikTok (the youngest social network on the list) for video viewing. While this doesn’t necessarily mean you need to shift your whole strategy to TikTok, it does show that the platform could continue to have a promising future for content marketers.

If this data has you worried that you’re publishing videos on the wrong platforms, take a breath. Remember that this is just one informal consumer survey. Had we polled a specific age group, people from a specific industry, or consumers from different regions, the results might have swayed to other platforms — like LinkedIn or Twitter.

However, even though this is just one small survey, it does remind us that a mix of older and newer platforms, like YouTube and TikTok, are the go-to video platforms for vast audiences.

Now that we’ve gotten an idea of where consumers are primarily watching social media videos, we’ll walk you through a few tips for sharing the best videos for different social …read more

Source:: HubSpot Blog

      

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